零售行业情景面试实例
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情景面试实例-零售行业
• 在管理咨询公司的面试中, 通常有一种被称为“商务 问题”的面试方法，您的考官向您提供一种场景，然 后要您提出解决问题的建议。您需要像一个顾问一样 向考官文一些关键问题，通过这些关键问题反映您的 思维逻辑，同时通过这些问题发现解决方案。 下面是一个实例，请注意：同样的一个场景，基于 您分析问题的逻辑将有无数种进展方式，绝对没有统 一的答案或问题。
• Ｑ（应聘者）：Well, before I can advise the CEO I need some more information about the situation. First of all, I'm not sure I understand what a "discount retailer" is! • Ａ（考官）：A discount retailer sells a large variety of consumer goods at discounted prices, generally carrying everything from housewares and appliances to clothing. Kmart, Woolworth, and WalMart are prime examples in the U.S. • Ｑ（应聘者）： 在我向他提出建议之前，我必须对情况作进一步 的了解。首先，我不太明白什么是“折扣零售店”。 • Ａ（考官）： “折扣零售店” 以折扣价格销售各种各样的商品， 包括家庭用具、服装等等，象美国的沃尔玛超市就是这样的例子。
• Ｑ：Oh, I see. Then I think it makes sense to structure the problem this way: First, let's understand the competition in the Canadian market and how CanadaCo has become the market leader. Then let's look at the U.S. to understand how USCo has achieved its position. At the end, we can merge the two discussions to understand whether USCo's strength in the U.S. is transferable to the Canadian market. • Ａ：That sounds fine. Let's start, then, with the Canadian discount retail market. What would you like to know? • Q：我知道了。我认为问题接下来应该这样分析：首先，我们应 了解加拿大市场的竞争情况，以及CanadaCo是如何成为这个市场 的领先者的 ；其次，分析美国市场及USCo的情况；最后，我们 将二者结合起来分析，看USCo在美国成功的经验及其优势是否能 移植到加拿大市场来。 • A：对加拿大折扣零售市场，你希望了解一些什么情况呢？
• Ａ：No. For certain items CanadaCo is less expensive, and for others the competition is less expensive, but the average price level is similar.
• Ｑ： CanadaCo与其竞争对手销售同样的商品组合吗？ Ａ：是的。 CanadaCo销售的部分商品含有更多的品牌，但总体上，两 家公司销售的商品组合是相同的。 • Ｑ： CanadaCo销售商品的价格比起竞争对手低很多吗？ • Ａ：不。有的商品价格便宜一些，有的也高一些。在总体价格水平上 同竞争对手是相当的。
• Ｑ：Do CanadaCo and the competition sell a similar product mix? • Ａ：Yes. CanadaCo's stores tend to have a wider variety of brand names, but by and large, the product mix is similar. • Ｑ：Are CanadaCo's prices significantly lower than the competition's?
•Q：Are CanadaCo's 500 stores close to the competition's 300 stores, or do they serve different geographic areas? •Ａ：The stores are located in similar geographic regions. In fact, you might even see a CanadaCo store on one corner, and the competition on the very next corner. •Q： CanadaCo的500家连锁店与其竞争对手的300家店是位于不同的 地区还是相距很近呢？ •Ａ：两个集团的零售店基本上位于相同的地区，甚至你在某个角落里 看见CanadaCo的商店，就会在不远处发现其竞争对手的零售店。
•Ｑ：Is CanadaCo more profitable just because it has more stores, or does it have higher profits per store? •Ａ：It actually has higher profits than the competition on a per-store basis.
源自文库
• Ｑ：Is that because it has bigger stores? • Ａ：No. CanadaCo's average store size is approximately the same as that of the competition. • Ｑ：If they're selling similar products at similar prices in similar-sized stores in similar locations, why are CanadaCo's per-store sales higher than the competition's? • Ａ：It's your job to figure that out! • Ｑ：那适应为它的店面更大吗？ • Ａ：不是， CanadaCo零售店的平均规模与其竞争对手不相上下。 • Ｑ：那它们在相同的地点、以同样的价格出售相同的商品，为什 么CanadaCo的销售量更大呢？ • Ａ：这正是你的任务呐！
•Ｑ：Well, higher profits could be the result of lower costs or higher
revenues. Are the higher per-store profits due to lower costs than the competition's or the result of higher per-store sales? •Ａ：CanadaCo's cost structure isn't any lower than the competition's. Its higher per-store profits are due to higher per-store sales. •Ｑ： CanadaCo的盈利超过对手，仅仅是因为它拥有更多的连锁店呢 的盈利超过对手， 的盈利超过对手 还是因为每家店的利润都更高？ 还是因为每家店的利润都更高？ •Ａ：实际是因为它每家店的盈利能力都比对手强。 Ａ：实际是因为它每家店的盈利能力都比对手强 Ａ：实际是因为它每家店的盈利能力都比对手强。 •Ｑ：较高的利润里意味着较低的成本或较高的收益。那我们是在哪 Ｑ：较高的利润里意味着较低的成本或较高的收益 Ｑ：较高的利润里意味着较低的成本或较高的收益。 方面优于竞争对手呢？ 方面优于竞争对手呢？ •Ａ： CanadaCo的成本结构并不占优势。每家零售店的高利润来自 Ａ： 的成本结构并不占优势。 的成本结构并不占优势 于较大的销售量。 于较大的销售量。
•
场景
• Your client is the largest discount retailer in Canada, with 500 stores spread throughout the country. Let‘s call it “CanadaCo.” For several years running, Canada Co has surpassed the second largest Canadian retailer (300 stores) in both relative market share and profitability. • CanadaCo是加拿大最大的折扣零售集团，拥有遍及全 国的500家连锁店。经过几年的运营，它在市场占有率 及盈利方面都已远远超过了拥有300家连锁店的第二大 零售公司。它是本公司的客户之一。
• Ｑ：Is CanadaCo better managed than the competition? • Ａ：I don't know that CanadaCo as a company is necessarily better managed, but I can tell you that its management model for individual stores is significantly different. • Ｑ：How so? • Ａ：The competitor's stores are centrally owned by the company, while CanadaCo uses a franchise model in which each individual store is owned and managed by a franchisee who has invested in the store and retains part of the profit. • Ｑ：是 CanadaCo 管理得更好吗？ • Ａ：我不知道作为一个集团，CanadaCo的管理是否更好，但它对 零售店的管理模式是与竞争对手完全不同的。与竞争对其连锁店 的集中管理不同， CanadaCo 采取的是特许经营的方式，谁投资 谁经营，谁享有利润分享权。
•The largest discount retailer in the United States, "US Co," however, has just bought out Canada Co's competition and is planning to convert all 300 stores to USCo stores. The CEO of CanadaCo is quite perturbed by this turn of events, and asks you the following questions: "Should I be worried? How should I react?" How would you advise the CEO? •US Co是美国最大的折扣零售集团。它收购了第二大的零售 公司，准备将其拥有的300家店全部改造成US Co连锁店的 形式。 CanadaCo集团的CEO对此深感忧虑，他向你这样问 到：“我应该对事态的发展担忧吗？应该如何应对呢” •你怎样向这位CEO提出你的建议呢？
• 在管理咨询公司的面试中, 通常有一种被称为“商务 问题”的面试方法，您的考官向您提供一种场景，然 后要您提出解决问题的建议。您需要像一个顾问一样 向考官文一些关键问题，通过这些关键问题反映您的 思维逻辑，同时通过这些问题发现解决方案。 下面是一个实例，请注意：同样的一个场景，基于 您分析问题的逻辑将有无数种进展方式，绝对没有统 一的答案或问题。
• Ｑ（应聘者）：Well, before I can advise the CEO I need some more information about the situation. First of all, I'm not sure I understand what a "discount retailer" is! • Ａ（考官）：A discount retailer sells a large variety of consumer goods at discounted prices, generally carrying everything from housewares and appliances to clothing. Kmart, Woolworth, and WalMart are prime examples in the U.S. • Ｑ（应聘者）： 在我向他提出建议之前，我必须对情况作进一步 的了解。首先，我不太明白什么是“折扣零售店”。 • Ａ（考官）： “折扣零售店” 以折扣价格销售各种各样的商品， 包括家庭用具、服装等等，象美国的沃尔玛超市就是这样的例子。
• Ｑ：Oh, I see. Then I think it makes sense to structure the problem this way: First, let's understand the competition in the Canadian market and how CanadaCo has become the market leader. Then let's look at the U.S. to understand how USCo has achieved its position. At the end, we can merge the two discussions to understand whether USCo's strength in the U.S. is transferable to the Canadian market. • Ａ：That sounds fine. Let's start, then, with the Canadian discount retail market. What would you like to know? • Q：我知道了。我认为问题接下来应该这样分析：首先，我们应 了解加拿大市场的竞争情况，以及CanadaCo是如何成为这个市场 的领先者的 ；其次，分析美国市场及USCo的情况；最后，我们 将二者结合起来分析，看USCo在美国成功的经验及其优势是否能 移植到加拿大市场来。 • A：对加拿大折扣零售市场，你希望了解一些什么情况呢？
• Ａ：No. For certain items CanadaCo is less expensive, and for others the competition is less expensive, but the average price level is similar.
• Ｑ： CanadaCo与其竞争对手销售同样的商品组合吗？ Ａ：是的。 CanadaCo销售的部分商品含有更多的品牌，但总体上，两 家公司销售的商品组合是相同的。 • Ｑ： CanadaCo销售商品的价格比起竞争对手低很多吗？ • Ａ：不。有的商品价格便宜一些，有的也高一些。在总体价格水平上 同竞争对手是相当的。
• Ｑ：Do CanadaCo and the competition sell a similar product mix? • Ａ：Yes. CanadaCo's stores tend to have a wider variety of brand names, but by and large, the product mix is similar. • Ｑ：Are CanadaCo's prices significantly lower than the competition's?
•Q：Are CanadaCo's 500 stores close to the competition's 300 stores, or do they serve different geographic areas? •Ａ：The stores are located in similar geographic regions. In fact, you might even see a CanadaCo store on one corner, and the competition on the very next corner. •Q： CanadaCo的500家连锁店与其竞争对手的300家店是位于不同的 地区还是相距很近呢？ •Ａ：两个集团的零售店基本上位于相同的地区，甚至你在某个角落里 看见CanadaCo的商店，就会在不远处发现其竞争对手的零售店。
•Ｑ：Is CanadaCo more profitable just because it has more stores, or does it have higher profits per store? •Ａ：It actually has higher profits than the competition on a per-store basis.
源自文库
• Ｑ：Is that because it has bigger stores? • Ａ：No. CanadaCo's average store size is approximately the same as that of the competition. • Ｑ：If they're selling similar products at similar prices in similar-sized stores in similar locations, why are CanadaCo's per-store sales higher than the competition's? • Ａ：It's your job to figure that out! • Ｑ：那适应为它的店面更大吗？ • Ａ：不是， CanadaCo零售店的平均规模与其竞争对手不相上下。 • Ｑ：那它们在相同的地点、以同样的价格出售相同的商品，为什 么CanadaCo的销售量更大呢？ • Ａ：这正是你的任务呐！
•Ｑ：Well, higher profits could be the result of lower costs or higher
revenues. Are the higher per-store profits due to lower costs than the competition's or the result of higher per-store sales? •Ａ：CanadaCo's cost structure isn't any lower than the competition's. Its higher per-store profits are due to higher per-store sales. •Ｑ： CanadaCo的盈利超过对手，仅仅是因为它拥有更多的连锁店呢 的盈利超过对手， 的盈利超过对手 还是因为每家店的利润都更高？ 还是因为每家店的利润都更高？ •Ａ：实际是因为它每家店的盈利能力都比对手强。 Ａ：实际是因为它每家店的盈利能力都比对手强 Ａ：实际是因为它每家店的盈利能力都比对手强。 •Ｑ：较高的利润里意味着较低的成本或较高的收益。那我们是在哪 Ｑ：较高的利润里意味着较低的成本或较高的收益 Ｑ：较高的利润里意味着较低的成本或较高的收益。 方面优于竞争对手呢？ 方面优于竞争对手呢？ •Ａ： CanadaCo的成本结构并不占优势。每家零售店的高利润来自 Ａ： 的成本结构并不占优势。 的成本结构并不占优势 于较大的销售量。 于较大的销售量。
•
场景
• Your client is the largest discount retailer in Canada, with 500 stores spread throughout the country. Let‘s call it “CanadaCo.” For several years running, Canada Co has surpassed the second largest Canadian retailer (300 stores) in both relative market share and profitability. • CanadaCo是加拿大最大的折扣零售集团，拥有遍及全 国的500家连锁店。经过几年的运营，它在市场占有率 及盈利方面都已远远超过了拥有300家连锁店的第二大 零售公司。它是本公司的客户之一。
• Ｑ：Is CanadaCo better managed than the competition? • Ａ：I don't know that CanadaCo as a company is necessarily better managed, but I can tell you that its management model for individual stores is significantly different. • Ｑ：How so? • Ａ：The competitor's stores are centrally owned by the company, while CanadaCo uses a franchise model in which each individual store is owned and managed by a franchisee who has invested in the store and retains part of the profit. • Ｑ：是 CanadaCo 管理得更好吗？ • Ａ：我不知道作为一个集团，CanadaCo的管理是否更好，但它对 零售店的管理模式是与竞争对手完全不同的。与竞争对其连锁店 的集中管理不同， CanadaCo 采取的是特许经营的方式，谁投资 谁经营，谁享有利润分享权。
•The largest discount retailer in the United States, "US Co," however, has just bought out Canada Co's competition and is planning to convert all 300 stores to USCo stores. The CEO of CanadaCo is quite perturbed by this turn of events, and asks you the following questions: "Should I be worried? How should I react?" How would you advise the CEO? •US Co是美国最大的折扣零售集团。它收购了第二大的零售 公司，准备将其拥有的300家店全部改造成US Co连锁店的 形式。 CanadaCo集团的CEO对此深感忧虑，他向你这样问 到：“我应该对事态的发展担忧吗？应该如何应对呢” •你怎样向这位CEO提出你的建议呢？